The Area Sales Manager (F&V) will be responsible for driving fruits and vegetables sales growth through effective execution of new product launches and expansion of the distributor network. The role focuses on strengthening General Trade distribution, ensuring high product visibility and availability, and maximizing market penetration through strong field leadership and merchandising excellence. The incumbent will also play a key role in managing trade execution, improving outlet coverage, and driving consistent sales performance in a competitive market.
Key Responsibilities
- Plan and execute new product launches including forecasting, outlet/SKU selection, and trade coordination
- Drive sell-in and sell-out performance across distributors and retail outlets
- Coordinate with marketing and trade marketing teams for promotions, branding, POPs, and sampling
- Identify and onboard new distributors/stockists and strengthen existing distribution network
- Negotiate commercial terms including margins, ROI, and infrastructure requirements
- Ensure smooth stock flow across distributor, sub-stockist, and retailer levels
- Drive outlet expansion, penetration, and achievement of sales targets
- Improve visibility through merchandising, shelf share, planograms, and trade schemes
- Conduct training, monitor performance, and ensure adherence to beat plans and reporting
- Gather market intelligence on competitors, pricing, and consumer feedback
Requirements:
- MBA or equivalent postgraduate qualification in Sales, Marketing, or Business Administration will be preferred
- 3–8 years of experience in F&V sales / General Trade channel
- Strong experience in distributor management and new product launches
- Proficiency in SFA/CRM tools, MS Excel, and reporting systems
- Strong negotiation, communication, and relationship-building skills
- Proven ability to achieve sales targets in a field-driven environment
- Leadership mindset with ability to manage and motivate field teams
- Strong analytical ability, execution focus, and problem-solving skills
- Willingness to work in a dynamic, fast-paced market environment
